Geek chic!

CEO of Saint Lauren, Paul Deneve has caused a stir by announcing he is leaving the fashion world in favour of technology super brand Apple. He is due to move to Cupertino, California to work on "special projects" for Apple, reporting directly to the brands CEO, Tim Cook.

The move follows speculation that Apple is to launch an 'i-watch' the new must-have product following the success of the i-phone and i-pad. Apparently Deneve has been called in to help the brand push the boundaries of fashion and technology with the wearable technology. Deneve is a marketing and brand image expert and Apple believe with him on board they could create a product that could rival high-end brands like Rolex. I think the watch could be the new must-have geek gadget but I don't personally think it will be a success in the fashion stakes. I think previous attempts to combine technology with fashion have flopped. There was a mobile phone out years ago that came with a bracelet that was connected to the phone. I'm also having flash backs of a line of belts that came out that had an LED screen, and you could write a message across..not surprisingly neither of these products really took off, so I'm quite interested to see what the response will be to the i-watch,and what Deneve's "special projects" actually entail.